CPA Australia, one of the world’s largest accounting organizations, used LinkedIn Sponsored Updates to drive brand engagement and build Company Page followers. Read how in this case study. Learn more about LinkedIn Sponsored Updates: http://business.linkedin.com/marketing-solutions/content-marketing/sponsored-updates.html?src=s-ss

1. Marketing Solutions
CPA Australia Case Study
CPA Australia drives brand engagement and builds
followers with Sponsored Updates
CPA Australia is one of the world’s largest accounting
bodies with a membership of more than 150,000 finance,
accounting and business professionals. To build awareness,
drive engagement with the brand and increase follower
numbers, CPA Australia used LinkedIn Sponsored
Updates to reach two key audience segments - university
students & young professionals and mid to senior level
business professionals.
The Challenge
Content is at the heart of CPA Australia’s communication
strategy to reach its target audience of CPA Australia
members, students and business professionals. CPA
Australia has an established Company Page and three
active groups on LinkedIn. Jillian Bowen, CPA Australia
Content and Social Media Manager, comments “LinkedIn
enables us to be really agile in our communication to tailor
our messaging to reach business professionals in an
environment where they are already actively engaging
with content.”
With the Sponsored Update campaign, CPA Australia
wanted to extend the visibility of its content beyond their
followers to people in other relevant professions to drive
awareness of CPA Australia, and its membership, training
and career opportunities.
The Solution
CPA Australia’s Sponsored Update Campaign featured a
variety of content to engage its key audience segments.
Jillian explains “For us, the most important part of content
creation is finding out what our audience wants to know
and then addressing this need with quality content in the
right environment. I view our relationship with LinkedIn as
a partnership whereby LinkedIn provides the professional
context and audience then we serve up quality relevant
content. The majority of our content contains almost no
branding; it’s genuine, credible and addresses a need.
The types of content we found the most successful in our
Sponsored Updates Campaign contained an eye-catching
headline, useful insights or were authored by CPA
Australia’s CEO, Alex Malley as The Naked CEO – our 24/7
career mentor.”
Results
The Sponsored Updates Campaign delivered some
impressive results for CPA Australia generating immediate
interest in the brand and a longer term extended base of
followers which CPA Australia can continue to nurture
through ongoing communication.
Up to 4% engagement with sponsored content
Average click through rate of 1%
10% average conversion rate from click-through to
those becoming followers
Jillian concludes “LinkedIn Sponsored Updates is not the
first method we’ve utilized to promote our content with
audiences. However it has been the most targeted and
delivered the highest levels of on-going engagement.
The results also gained us a 2013 Branded Entertainment
Award for Best Use of Native Advertising.”

2. Campaign Screenshots
Over 200 followers were acquired for CPA Australia’s company page via these two updates alone.
Visit lnkd.in/SponsoredUpdates to discover how LinkedIn Sponsored Updates can drive results for your business.
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